With the business improvement district up and operating, La Jollans are asked to partner with the merchants to come up with the $2,340 needed to put up the "Season's Greetings" sign and decorate Torrey Pines Road between La Jolla Shores and the Village.
"We've are kicking off the fundraiser this week," said Joe LaCava, who is president of the La Jolla Community Planning Association but doing this as a private individual.
He took up the holiday fundraiser last year when it became clear time that the business district would be unable to fund holiday signage and decorations as it has done annually. That effort was successful as over 40 donors generously donated the $6,475 in time to have the traditional seasonal lighting in place right after Thanksgiving.
This year the La Jolla Business Improvement District (BID) is able to fund those decorations located within the Village. However, the Season’s Greetings sign on the pedestrian bridge at the throat and lights along Torrey Pines Road from La Jolla Shores to Prospect Place are located outside the BID and must be funded privately.
LaCava noted that the holiday fundraiser is a grass-roots effort, underscoring the important role PLJ and the business improvement district have played in the past in beautifying the Jewel and polishing its image.
LaCava is also putting out a call to La Jollans — especially contractors and electricians who might be able to help address some of the electrical problems to make sure that all the bulbs are lit this year.
He noted that, “Egon Kafka did a yeoman’s job last year and is already at work renovating the decorations.”
A website for holiday donations has been set up at www.lajollagives.org. The La Jolla Town Council Foundation has agreed to process the donations again this year. If donations exceed the $2,340 target, donors will be given the option to have their donation returned or redirected to the La Jolla Christmas parade.